Bright Blue Day

Winter Campaign: Stand out from the crowd

For William Russell from 30/05/18

Bright Blue Day has used the following skills/services in the project.

Branding Design

Design Strategy

Direct Marketing Creative

Experiential Marketing

THE CHALLENGE

Every January, two things happen in the global insurance sector - customers are reminded to renew their annual policies, and premiums go up. It’s an annual collision of inspiration and inflation, and to the victor go the spoils.

That was exactly the challenge that William Russell faced in October 2017. With January rate changes on the horizon, the family-owned international insurance specialist needed to revitalise their approach to marketing their health, life and income protection cover, in order to capture new leads and drive sales enquires in the last quarter of 2017.

NEW YEAR, NEW MESSAGING

At the same time, William Russell wanted to position themselves as the global provider of choice for international insurance, with creative and copy that reflected a professional, human, caring and forward-thinking approach. The starting point? The communication of new changes to their premium life insurance policy.

Bright Blue Day were engaged to formulate an integrated campaign that would deliver against both those objectives. With a target of 500 leads to hit before the end of December and just two weeks to stand up the first campaign, Bright Blue Day had to work fast to deliver results.

THE SOLUTION

BBD delivered a two-stream, multi-touch digital campaign that used a variety of paid channels from Facebook and LinkedIn InMail, to Adwords and the Google Display Network.

Stand out from the crowd: The first stream was a purely tactical, demand-generation campaign focused on the rapid acquisition of prospects already in-market for expat insurance. Creative was bold, colourful and engaging, designed to stand out in a cluttered Facebook newsfeed. Copy featured direct, benefit-led messages that encouraged prospects to ‘Beat the Rate Rise’, offering a $100 Amazon voucher with the purchase of any new policy.

Create an emotional connection: The second stream was more considered, focusing on communicating product changes to William Russell’s premium life insurance offering. The subsequent creative adopted a more human approach with a softer colour palette, whilst copy focused on communicating the key benefits and considerations around the importance of life insurance—demonstrating an empathy and understanding for the risks, challenges and considerations associated with living overseas.

Bright Blue Day embedded Google Analytics tags on each of the campaign landing pages and utilised the Facebook Pixel to monitor and optimise campaign performance, ad copy and creative over the course of the campaign—tracking new prospects all the way from their first ad click to quote completion.

THE RESULTS

Over the course of the three-month campaign, Bright Blue Day helped William Russell capture 1,729 new leads — a 245% increase over their original target. Acquired leads comprised 956 “get a quote” button clicks and 727 additional prospects who requested more information via a Facebook lead cards.

William Russell were delighted not only with the results of the Winter Campaign, but also with the new creative direction, and subsequently, engaged Bright Blue Day as their lead creative agency.

Bright Blue Day have since supported William Russell with a brand strategy and development workshop—exploring ways in which the William Russell brand could establish relevance with a new, younger audience—as well as planning and delivering the first phase of a 12-month integrated campaign.